Challenge:
Ucom, Armenia’s leading telecom provider, relaunched Uplay as a unified entertainment platform, replacing the legacy UTV service with an all-in-one experience of live TV, on-demand, and local content. The challenge was to convey a new standard of entertainment: seamless, immersive, and instantly accessible across screens, places, and moments.
Creative Solution:
We treated Uplay as a living cinematic space, where every screen becomes a gateway and content moves without interruption. The identity is built around the Möbius strip – a loop with no beginning or end, symbolizing continuous flow and endless choice. Circling from one side to the other, the form mirrors Uplay’s promise of fast, uninterrupted access across devices, turning everyday viewing into a smooth, immersive journey.
